Integrating artificial intelligence competencies into the theory of planned behavior: Explaining sustainability-oriented entrepreneurial intentions

PURPOSE: Sustainability-oriented entrepreneurship plays a pivotal role in addressing global environmental and social challenges by aligning economic activity with sustainable development goals. While the theory of planned behavior has been widely applied to explain entrepreneurial intentions, limited attention has been given to the influence of artificial intelligence-related competencies on such intentions. This study aims to examine how knowledge of artificial intelligence and confidence in using artificial intelligence tools influence university students’ intentions to engage in sustainability-oriented entrepreneurship, thereby extending the theory of planned behavior. METHODOLOGY: A cross-sectional survey was conducted with a sample of 217 undergraduate students from five universities in Vietnam, selected using a stratified random sampling approach. Multiple linear regression was used to test the direct effect, while the PROCESS macro approach was employed to test the mediation effect. Polynomial regression and response surface analysis were employed to investigate how attitudes towards sustainability-oriented entrepreneurship and perceived behavioral control are congruent or incongruent with each other in triggering sustainability-oriented entrepreneurial intentions. FINDINGS: The results demonstrate that a positive attitude toward sustainability-oriented entrepreneurship and a strong sense of control over entrepreneurial actions are significant predictors of entrepreneurial intentions. Intentions are highest when both attitude and perceived behavioral control are simultaneously strong, indicating a synergistic effect. However, imbalances between these two factors do not significantly reduce intention. Knowledge of artificial intelligence and self-confidence in using AI tools. Moreover, subjective norms do not directly influence intentions. IMPLICATIONS: The study advances theoretical understanding by incorporating emerging technological competencies into the theory of planned behavior framework. For practitioners and educators, the findings suggest that enhancing artificial intelligence capabilities among students may indirectly foster stronger intentions to engage in sustainability-oriented entrepreneurship. ORIGINALITY AND VALUE: This research is among the first to integrate artificial intelligence-related constructs into a well-established psychological framework for explaining sustainable entrepreneurship. It offers novel insights into how technological competencies contribute to entrepreneurial motivation through established cognitive pathways.